Serving the Public Trust – One Student at a Time
Gemologically trained professionals benefit the industry and ultimately ... customers 
By Mauricio Minotta      

Bridgett Frost and Brian Stauback admit they were a bit apprehensive when they decided to start shopping for her engagement ring. After all, Frost says, it’s not every day you plan to spend a bundle of money on such an important piece of jewelry.

Like many who go on the ring-hunting adventure, the couple from Granada Hills, California, had no prior knowledge of what to look for in a diamond and had never heard of the Four Cs. What they did know, though, was that they needed to feel they could trust the integrity of the product and, more importantly, the sales associate behind the counter.

Their situation isn’t that uncommon, especially among customers who are considering high-price purchases of items they know little about, says Sally Furrer, vice president of Merchandising at Robbins Bros., a Southern California retailer that specializes in engagement rings. The deciding factor for a positive buying experience depends on the level of education on both sides of the counter.

“Education gives a sales associate confidence to answer questions when they’re in front of a customer,” Furrer says. “If you have to pause and think, the customer will wonder if you know what you’re doing. But confidence comes across to the customer and that creates trust.”

Such was the case when Stauback eventually chose the half-carat diamond he bought for Frost’s engagement ring. The sales associate gave them a presentation on the Four Cs (color, cut, clarity and carat weight) while examining the stone through a microscope.

“(The sales associate) told us everything there is to know about diamonds,” Stauback says. “I felt more comfortable because he actually took the time to show us the diamond under the microscope.

“I learned to ask a lot of questions and he never hesitated about an answer. He knew what he was talking about, which was very reassuring to us. His advice gave me the self confidence to pick a good diamond.”

This exchange of gemological knowledge is exactly what Robert M. Shipley envisioned more than 70 years ago when he established GIA, says Brook Ellis, vice president of Education at the Institute. Shipley crisscrossed the country to sell his education courses with a goal to professionalize the industry so its members could effectively and ethically translate gemstone information to customers.

“We carry on his tradition today with a wide range of educational programs designed to equip the industry’s workforce with the knowledge they need in today’s extremely competitive market,” Ellis says. “The result is a more professional industry that serves the public and ensures their trust in its products.”

Competitive Marketplace
The days when most of the industry consisted of mom and pop stores has given way to a much more segmented marketplace. As it has transformed into a global business, the need for store owners and their employees to continue their education has also increased, says Matt Runci, president and CEO of Jewelers of America.

“Because of the complex nature of diamonds, gemstones and precious metals, education is vitally important to the jewelry industry,” he says. “By providing individuals with much-needed industry and product information, organizations like Jewelers of America and the Gemological Institute of America raise the bar of professionalism within the jewelry industry. This increased knowledge ultimately benefits the consumer.”

The changing marketplace also led the way for changes at GIA, Ellis says. The Institute’s Education department introduced the Accredited Jewelry Professional (A.J.P.) program more than three years ago to teach retailers applicable sales techniques while providing a solid foundation of product knowledge.

When GIA launched its School of Business program two years ago, it specifically tailored it to the gem and jewelry industry, offering courses in marketing, management, and ethics and law, among others.

“We’ve responded to the market’s change to help the industry compete and provide the education its members need to get ahead,” Ellis says. “Our School of Business, for example, is designed to teach our students how to manage their money and businesses successfully. If they’re successful, they can grow their business and hire more employees, which creates a healthier industry.”

Frank Bosnich, owner of Finell’s Jewelers in Carlsbad, California, remembers a time when the need for education wasn’t as vital. Store owners relied on romance and jewelry’s mystique rather than product information to close sales, he says. But stiffer competition, and the sometimes confusing information available on the Internet, has driven the need for jewelers to be better prepared.

Bosnich returned to GIA to take classes in its School of Business 20 years after receiving his gemologist diploma. The finance and marketing classes he took were especially helpful when he decided to change his store’s product line to meet the demands of his changing clientele, he says.

The industry’s increased competitiveness has also forced him to adjust his hiring practices over the years. Bosnich used to hire employees based on their personality and how they interacted with customers. Their level of product knowledge was secondary. Today, he wouldn’t consider hiring a sales associate unless they’ve been through some of GIA’s courses or at least have extensive experience in the business.

“You have to have that knowledge because there’s so much competition now in retail jewelry. If we don’t make that first impression that we know what we’re talking about and gain their trust, they’ll walk out the door and go somewhere else,” Bosnich says.

Internet-Savvy Customers
While there are a number of customers who walk into a jewelry store with little-to-no knowledge of gems, there are a growing number who have read up on it on the Internet. They are typically armed with the just the basics, but the little knowledge they have puts more demand on sales associates to be better prepared to answer questions, says Ed Bridge, president and CEO of Ben Bridge Jeweler.

“The industry needed to become more professional because, for one, consumers have demanded it as they’ve become more educated,” he says. “That drives the industry and the retailer, in particular, to become more educated to serve the needs of the consumer.

“Sometimes, though, a little bit of information can be dangerous,” he says. “You have people with bits and pieces of information, but it takes someone who is knowledgeable and professional to take that information and put it together for them in a way that’s meaningful and useful. That requires a greater degree of knowledge and expertise when dealing with someone across the counter.”

Jay Janisse, of Thousand Oaks, California, realized the value of a trained sales associate while he was shopping for a diamond. Although he had a good idea of what he wanted his fiancée’s ring to look like, he couldn’t seem to find someone who could fully answer the questions he had regarding how to pick the right stone.

He got his answers at a retail store where the sales associate backed his presentation with solid knowledge of the product. It was the deciding factor that led him to purchase a 97-point diamond for the ring.

“Unless you’re really into them, no one really knows anything about diamonds,” Janisse says. “So it was comforting to deal with someone who knew not only exactly what I was looking for, but walked me through the cut, color, inclusions and the different lighting situations that affect the look of the diamond.”

Furrer says most Graduate Gemologists she’s come across get their diploma because they have a genuine love and passion for gemstones, which generally translates into a good employee because of the passion they bring to the company.

That knowledge, however, also has to be leveraged with great people skills, says Robbins Bros. founder Steve Robbins. Knowing how to listen and communicate well with a customer helps the sales associate determine how much information a customer wants to receive.

“I think GIA is one of the pedigrees that says you’re knowledgeable about the product, among other things,” Robbins says. “Ultimately, if it comes down to the retail customer buying a product with a greater understanding of what they are buying, then that gives them the edge in making an intelligent and informed choice in a purchase.”